淘寶村是中國大陸農村透過電子商務成功轉型的經典實例，不僅能幫助農村發展特色產業，還能帶動農村中的就業機會。然而，目前探討資訊科技的商業價值之相關研究多未考慮到生態系的元素，且少有具體的實證研究說明一個農村電商生態系–淘寶村，如何從2009年最初的3個淘寶村，短短近10年期間，於2017年數量已增長至2,118個的現象。
本研究基於系統理論的觀點，設計出解釋模型，說明一個農村電商生態系從出生到擴張，形成規模愈來愈龐大的網商群體，背後快速成長的關鍵重要因素。分別透過網路問卷與紙本問卷進行調查，並選定中國大陸各個淘寶村之領頭羊、網商、服務商、政府官員等角色為研究對象。經問卷發放後，總共回收146份有效樣本，並根據有效樣本進行統計假說的驗證分析，研究結果發現兼容性對實現綜效有正向影響關係；整合投入對實現綜效有正向影響關係，且對兼容性有正向影響關係；實現綜效對策略性價值有正向影響關係；策略性價值對績效有正向影響關係。
最終，本論文的實證研究結果指出，兼容性能以平台兼容性與生態系兼容性來衡量，可作為學界相關研究的理論基礎；除此之外，亦建議生態系的關鍵推動者在推動的過程中，應整合相關產業界、學術界、政府機構與研究機構等各界資源的投入，以促進生態系的發展。

“Taobao Village” is a classic example of the successful transformation of rural China through e-commerce (EC). It can not only help rural areas develop distinctive industries, but also can promote employment opportunities in rural areas. However, the current studies on the business value of IT do not consider the elements of the ecosystem, and there are few concrete empirical studies to illustrate rural EC ecosystems which from the initial 3 Taobao Villages in 2009, during the nearly 10 years, the number has grown to 2,118 in 2017.
Drawing upon the theoretical perspective from Systems Theory, this study develops an explanatory model to illustrate the key factors behind the rapid growth of rural EC ecosystems from Birth to Expansion and the formation of the increasingly large group of E-commerce cluster. Data investigated through online and physical questionnaires and gathered from the leaders of Taobao Village in China. It totals recovered 146 valid samples and used to test the hypotheses. The empirical results provide evidence that compatibility has a positive impact on realized synergy; integration effort have a positive impact on realized synergy and compatibility; realized synergy has a positive impact on value; value has a positive impact on performance.
Finally, the empirical research results of this paper point out that platform compatibility and ecosystem compatibility are the proper measurements of compatibility. In addition, the research also suggested that the critical facilitators of ecosystems should integrate the efforts of related resources such as government, industry, university and institute cooperation to promote the development of the ecosystem.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 淘寶村 7
第二節 商業生態系 12
第三節 系統理論 13
第三章 研究架構與方法 17
第一節 研究假說 17
第二節 研究模型 26
第三節 研究變項之操作型定義 27
第四節 研究設計 30
第四章 資料分析 32
第一節 問卷回收 32
第二節 樣本基本資料分析 33
第三節 測量模型分析 38
第四節 模式驗證與結果 46
第五章 結論 50
第一節 研究結論 50
第二節 理論及實務意涵 52
第三節 研究限制 55
第四節 未來研究方向 56
參考文獻 57
附錄一 正式問卷 68

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